Jeppe Linnet background

The human factor in a complex world

I am an anthropologist with a PhD on consumer culture and hygge. I thrive on the engagement with the field, as I execute interesting projects alone, with assistants or in teams with other experienced professionals.

My most recent project has been the production of three documentaries on hygge. I am the host, editor and scriptwriter on that production. Produced by Candofilm. The documentaries are so far only available in Danish, but the plan is to seek funding for subtitling into english, and then make them freely available e.g. on Youtube.

I am enthusiastic about uncovering what is valuable to people, because it makes them feel at home in the world, have fun, project an image and create an impression, set something into motion, create meaningful relations, achieve safety and dignity, or in other ways cope and develop. To see patterns in how people feel and act, and to explain these insights in clear terms.

Consulting experience and focus

Since 2003 I have been working with innovation and qualitive research, as a senior consultant and a director of innovation in two different agiencies, and as founder of my own company. My client experience spans B2B, B2C, public organizations and healthcare. I have a deep and broad experience with the design and execution of all phases of qualitative market research, as well as international project management.

I have provided insights to some of the world´s largest consumer-oriented corporations, such as Unilever, Arla, Coca Cola, Cadbury Schweppes and a range of technology producers.

I have built extensive experience in interviewing doctors, patients and other healthcare professionals, working for a range of global companies in the medical sector.

Within industrial innovation, I have been leading B2B customer research and product/service design processes around construction methods and materials. Linnet Research has worked for corporations such as Aalborg Portland, Danish Construction Association, ISS, Danica Property and Deas Housing Management, often in cooperation with Rambøll Management.

Nordic consumer culture

I have done extensive academic research on Nordic consumer culture (download article here), and how it relates to the home-centered worldview and egalitarian norms of the Scandiniavian middle class.

Research and teaching

While doing PhD and post doc research, I taught consumption theory and research methodology at Department of Marketing and Management, University of Southern Denmark.

I have published original research in leading academic journals, on how to analyze the contexts of everyday consumption, on hygge and Nordic values, hygge and urban café culture, and on social change in Eastern Europe. My 2011 article on context with Professor Søren Askegaard of SDU is heavily cited within academic research on consumer culture and marketing.

I am a censor at the Department of Techno-Anthropology at Aalborg University. I had a leading role in designing the program in Market and Management Anthropology at the University of Southern Denmark.

Talks

Besides consulting, I can be booked to deliver talks on issues around consumption, markets, culture and everyday life in Denmark, including the phenomenon of hygge. See examples here.